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Shedding new light on how advertising literacy can affect children's processing of embedded advertising formats : a future research agenda

(2017) JOURNAL OF ADVERTISING. 46(2). p.333-349
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Abstract
Advertisers are continuously searching for new ways to persuade children; current methods include fully integrating commercial content into media content, actively engaging children with the commercial content, and increasing the number of commercial messages children are confronted with at one moment in time. This poses a challenge for how children cope with embedded advertising. This conceptual article aims to develop a theoretically grounded framework for investigating how children process embedded advertising. More precisely, it sheds light on previous research and conceptualizations of advertising literacy and provides suggestions for future research. The article examines conceptual and methodological issues and discusses the need for research on how to improve children's coping with embedded advertising by emphasizing the value of persuasive intent priming and implementation intentions. To conclude, future research directions are discussed regarding strategies to strengthen children's coping skills and their dispositional (i.e., associative network consisting of cognitive, moral, and affective beliefs related to advertising) and situational (i.e., actual recognition of and critical reflection on advertising) advertising literacy.
Keywords
PERSUASION KNOWLEDGE, CONSUMER-BEHAVIOR, PRODUCT PLACEMENT, ADVERGAMES, RESPONSES, COMMERCIALS, TACTICS, SOCIALIZATION, ANTECEDENTS, STRATEGIES

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MLA
Hudders, Liselot, et al. “Shedding New Light on How Advertising Literacy Can Affect Children’s Processing of Embedded Advertising Formats : A Future Research Agenda.” JOURNAL OF ADVERTISING, vol. 46, no. 2, 2017, pp. 333–49, doi:10.1080/00913367.2016.1269303.
APA
Hudders, L., De Pauw, P., Cauberghe, V., Panic, K., Zarouali, B., & Rozendaal, E. (2017). Shedding new light on how advertising literacy can affect children’s processing of embedded advertising formats : a future research agenda. JOURNAL OF ADVERTISING, 46(2), 333–349. https://doi.org/10.1080/00913367.2016.1269303
Chicago author-date
Hudders, Liselot, Pieter De Pauw, Veroline Cauberghe, Katarina Panic, Brahim Zarouali, and Esther Rozendaal. 2017. “Shedding New Light on How Advertising Literacy Can Affect Children’s Processing of Embedded Advertising Formats : A Future Research Agenda.” JOURNAL OF ADVERTISING 46 (2): 333–49. https://doi.org/10.1080/00913367.2016.1269303.
Chicago author-date (all authors)
Hudders, Liselot, Pieter De Pauw, Veroline Cauberghe, Katarina Panic, Brahim Zarouali, and Esther Rozendaal. 2017. “Shedding New Light on How Advertising Literacy Can Affect Children’s Processing of Embedded Advertising Formats : A Future Research Agenda.” JOURNAL OF ADVERTISING 46 (2): 333–349. doi:10.1080/00913367.2016.1269303.
Vancouver
1.
Hudders L, De Pauw P, Cauberghe V, Panic K, Zarouali B, Rozendaal E. Shedding new light on how advertising literacy can affect children’s processing of embedded advertising formats : a future research agenda. JOURNAL OF ADVERTISING. 2017;46(2):333–49.
IEEE
[1]
L. Hudders, P. De Pauw, V. Cauberghe, K. Panic, B. Zarouali, and E. Rozendaal, “Shedding new light on how advertising literacy can affect children’s processing of embedded advertising formats : a future research agenda,” JOURNAL OF ADVERTISING, vol. 46, no. 2, pp. 333–349, 2017.
@article{8507183,
  abstract     = {{Advertisers are continuously searching for new ways to persuade children; current methods include fully integrating commercial content into media content, actively engaging children with the commercial content, and increasing the number of commercial messages children are confronted with at one moment in time. This poses a challenge for how children cope with embedded advertising. This conceptual article aims to develop a theoretically grounded framework for investigating how children process embedded advertising. More precisely, it sheds light on previous research and conceptualizations of advertising literacy and provides suggestions for future research. The article examines conceptual and methodological issues and discusses the need for research on how to improve children's coping with embedded advertising by emphasizing the value of persuasive intent priming and implementation intentions. To conclude, future research directions are discussed regarding strategies to strengthen children's coping skills and their dispositional (i.e., associative network consisting of cognitive, moral, and affective beliefs related to advertising) and situational (i.e., actual recognition of and critical reflection on advertising) advertising literacy.}},
  author       = {{Hudders, Liselot and De Pauw, Pieter and Cauberghe, Veroline and Panic, Katarina and Zarouali, Brahim and Rozendaal, Esther}},
  issn         = {{0091-3367}},
  journal      = {{JOURNAL OF ADVERTISING}},
  keywords     = {{PERSUASION KNOWLEDGE,CONSUMER-BEHAVIOR,PRODUCT PLACEMENT,ADVERGAMES,RESPONSES,COMMERCIALS,TACTICS,SOCIALIZATION,ANTECEDENTS,STRATEGIES}},
  language     = {{eng}},
  number       = {{2}},
  pages        = {{333--349}},
  title        = {{Shedding new light on how advertising literacy can affect children's processing of embedded advertising formats : a future research agenda}},
  url          = {{http://dx.doi.org/10.1080/00913367.2016.1269303}},
  volume       = {{46}},
  year         = {{2017}},
}

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